Vestas has a strong brand founded in a proud legacy and powerful company values. But so too has most competitors. While everybody is trying to outgun competition through products and innovations - bigger, better, faster, stronger - no one is asking the key question: why does it matter and to whom? Herein lies a golden opportunity for Vestas: to adopt a people-centric branding approach and claim ownership of this particular brand category. Two steps will bring Vestas closer to this goal. 1) Be extrovert. Focus on what makes a difference to the people of the world. Vestas takes center stage in “Wind. It means the world to us.” But we also want to be involved. Explain why and how wind also ought to mean the world to the rest of us. 2) Bring people into the Vestas univers. The world is made up of people. That’s why people relate to people. And not to machines or products. Make it easier for us to identify with Vestas by introducing people in pictures, in copywriting, and in cases. Address our wants and needs. Help us realize our dreams and hopes and we’ll love you forever.

1. Making wind mean the world
- to the world
People-centric branding of Vestas
31. may 2016

2. In this paper
EXECUTIVE SUMMARY - p. 3
A NEW DOGMA FOR COMMUNICATIONS - p. 4
CONTENT AND DISCLAIMER - p. 5
THE COMPETITOR LANDSCAPE - p. 6
POP QUIZ: BIG 6 INTRODUCTIONS - p. 8
BIG 6 KEY MESSAGES - p. 10
BIG 6 KEY SALES POINTS - p. 11
BIG 6 POSITIONS - p. 12
01 |
02 |
03 |
04 |
05 |
06 |
07 |
08 |
COMPARING WEBSITES - p. 13
WHY PEOPLE-CENTRIC BRANDING - p. 17
APPLYING A PEOPLE-CENTRIC APPROACH - p. 18
FROM INTROVERT TO EXTROVERT - p. 19
FROM THE MEANS TO THE END - p. 20
CONCLUSIONS AND RECOMMENDATIONS - p. 21
THIS IS JUST THE BEGINNING - p. 22
09 |
10 |
11 |
12 |
13 |
14 |
15 |

3. 3 / 22
A unique opportunity for a unique brand
EXECUTIVE SUMMARY
01
Vestas has a strong brand founded in a proud legacy and
powerful company values. But so too has most competitors.
While everybody is trying to outgun competition through
products and innovations - bigger, better, faster, stronger -
no one is asking the key question: why does it matter and to
whom?
Herein lies a golden opportunity for Vestas: to adopt a
people-centric branding approach and claim ownership of this
particular brand category.
Two steps will bring Vestas closer to this goal.
1) Be extrovert. Focus on what makes a difference to the
people of the world. Vestas takes center stage in “Wind. It
means the world to us.” But we also want to be involved.
Explain why and how wind also ought to mean the world to
the rest of us.
2) Bring people into the Vestas univers. The world is made
up of people. That’s why people relate to people. And not to
machines or products. Make it easier for us to identify with
Vestas by introducing people in pictures, in copywriting, and
in cases. Address our wants and needs. Help us realize our
dreams and hopes and we’ll love you forever.

4. From bricks and
mortar to people
A NEW DOGMA FOR COMMUNICATIONS
02
In the world of renewable energy, few companies shine as
bright as Vestas. Vestas has established itself as global market
leader in a complex industry marred by increased competition
and strong political interests. And Vestas has done so while
staying true to its legacy and corporate values.
This deserves praise. The world is, however, changing. And
with that the way companies need to communicate. Especially
big league players on the global arena.
In what we see as a healthy shift from form to content,
today’s power brands talk people. Not profit. That’s because
we’re spoiled. We have so many options to choose from
that we pick the one we relate to the most. The brand that
understands us.
And it doesn’t matter if we’re a private consumer, a business
partner, a decision maker, or something else entirely. We, the
people, are now the hero of the story.

5. Vestas in the eyes of Leanius
CONTENT AND DISCLAIMER
03
Leanius is a Danish brand agency specializing in building and
executing lean, powerful brands. Brands that bridge company
identity and consumer demands for a unique market position.
It’s when your corporate values match the wants of the
market that you become untouchable.
This paper presents our thoughts on Vestas’ communication
as expressed through Vestas biggest show window:
vestas.com.
We would have loved to draw up a complete map of Vestas’
brand communication across all platforms from print to SoMe.
It is however outside the scope of this paper.
The opinions and suggestions presented in the paper are
Leanius’ alone. No Vestas employees have been involved in
the making of the paper. This we save for version 2.0.
Happy reading.

6. 6 / 22
04
Wind is renewable energy. It’s sustainable. And it’s good
for the environment and for our health. As such it taps
into our core values. Wind speaks to our feelings.
It is therefore interesting how the big wind turbine
producers seem preoccupied with product specs and GW
at the expense of softer values.
Is being market leader better than helping clients solve
problems? Is the number of installed turbines more
important than reduction in CO2
emission? Do margins
trump public health?
Not for the brand. Because the brand is a product of our
perception. Our wants and needs. And we care more
about blue skies than company profits.
And yet the biggest producers of wind turbines still focus
on the means, the turbine, and not the end, a greener
world.
Watts over values
THE COMPETITOR LANDSCAPE

7. A turbine is a turbine is a turbine
04 - THE COMPETITOR LANDSCAPE
Or is it? Unfortunately, yes. Judging from the lingo
adopted by the six biggest players in the industry:
Enercon, Gamesa, GE, Goldwind, Siemens, and
Vestas. Or as we call them in this paper: the Big 6.
A look at the corporate websites reveals a
surprising similarity in how the Big 6 articulate their
products and themselves.
Keywords seem to come from the same vocabulary.
If they are not indeed identical.
It appears nobody dares step out of that particular
playing field. Or maybe it’s better to blend in than
stand out in the world of wind?
But don’t just take our words for it. Take those
of the Big 6 as we pass the mike on the following
pages.

8. 8 / 22
Company 1
[...] works in close partnership with customers to offer the most effective solutions towards energy independence. Our core
business is the development, manufacturing, sale and maintenance of wind power plants – with competencies that cover every
aspect of the value chain from site studies to service and maintenance.
Company 2
[...] we see the world from the perspective of our customers: The solutions we provide are driven by the benefits they deliver.
Whether through the invention of a new technology, the evolution of an existing product, or simply finding a smarter way of
working, we strive to maximize your return while leading the industry in delivering a lower cost of energy for everyone.
Company 3
[...] has long been known as one of the most innovative companies on the planet. Product evolution is one of our core
competencies and we are continuing this tradition by developing the next generation of wind energy. Our turbines are
another chapter in our storied power generation history, which spans over a century. With proven performance, reliability, and
availability, they offer increased value to our customers.
Company 4
With 21 years’ experience and close to 33,500 MW installed, [...] is a global technological leader in the wind industry, with a
footprint in 54 countries. Its comprehensive response includes also the wind turbine’s operation and maintenance services, that
manages for more than 20,600 MW.
Company 5
At [...], we feel strongly that alternative energy technologies play an essential role in protecting the environment and building a
sustainable energy future. Providing clean, cost-efficient energy to power the world is an urgent global imperative--and it is our
driving force. [...] is dedicated to providing the most efficient and advanced wind power technology to our customers. We aim to
be a leader in the global effort to advance the wind energy industry through job creation locally and globally and by producing
the most advanced products available on the market.
Company 6
As one of the world’s leading companies in the wind energy industry, [...] have been setting new standards in technological
design for more than 30 years.
[...] is not only a technological pacesetter and leader in the [...] market, but is also aware of its responsibility to create and
maintain secure jobs in the wind energy sector.
Can you guess who’s who?
POP QUIZ: BIG 6 INTRODUCTIONS
05

9. 9 / 22
How many did you get right?
05 - POP QUIZ: BIG 6 INTRODUCTIONS
[...] works in close partnership with customers to offer the most effective solutions towards energy independence. Our core
business is the development, manufacturing, sale and maintenance of wind power plants – with competencies that cover every
aspect of the value chain from site studies to service and maintenance.
[...] we see the world from the perspective of our customers: The solutions we provide are driven by the benefits they deliver.
Whether through the invention of a new technology, the evolution of an existing product, or simply finding a smarter way of
working, we strive to maximize your return while leading the industry in delivering a lower cost of energy for everyone.
[...] has long been known as one of the most innovative companies on the planet. Product evolution is one of our core
competencies and we are continuing this tradition by developing the next generation of wind energy. Our turbines are
another chapter in our storied power generation history, which spans over a century. With proven performance, reliability, and
availability, they offer increased value to our customers.
With 21 years’ experience and close to 33,500 MW installed, [...] is a global technological leader in the wind industry, with a
footprint in 54 countries. Its comprehensive response includes also the wind turbine’s operation and maintenance services, that
manages for more than 20,600 MW.
At [...], we feel strongly that alternative energy technologies play an essential role in protecting the environment and building a
sustainable energy future. Providing clean, cost-efficient energy to power the world is an urgent global imperative--and it is our
driving force. [...] is dedicated to providing the most efficient and advanced wind power technology to our customers. We aim to
be a leader in the global effort to advance the wind energy industry through job creation locally and globally and by producing
the most advanced products available on the market.
As one of the world’s leading companies in the wind energy industry, [...] have been setting new standards in technological
design for more than 30 years.
[...] is not only a technological pacesetter and leader in the [...] market, but is also aware of its responsibility to create and
maintain secure jobs in the wind energy sector.

10. 10 / 22
Vestas Siemens GE Gamesa Goldwind Enercon
Market leader
Best products/solutions
Best margins
Digital integration
Best results for customers
Sustainability
Job creation
Accountability/reliability
Partnerships/collaboration
All have the best product
BIG 6 KEY MESSAGES
06

11. 11 / 22
Key sales points
Vestas
• More than 71 GW of installed wind power
• 55,000 turbines installed
• more than 49 GW under service globally
Siemens • Nearly 13,000 wind turbines around the globe • Total capacity of 21 GW
GE
• Over 38 gigawatts (GW) of installed wind turbines
• GE Wind is in 31 countries
• 25,000+ turbines installed
• “...modular turbines, which are individually customizable, giving you up to 10% higher annual energy output immediately.”
• Virtual wind farms - optimize energy mix
Gamesa
• 33.5 GW installed
• 54 countries
• The annual equivalent of its 33.5 GW installed amounts to more than 7,1 million tons of petroleum (TEP) per
year and prevents the emission into the atmosphere of more than 50 million tonnes of CO2
per year.
• Life extension: structural reforms to prolong the lives of turbines from 20 to 30 years.
• Energy Thrust: software and hardware tailored to produce as much as 5% more power every year.
Goldwind
• Installed capacity exceeding 19 GW
• Over 14,000 units
• 6 continents
• Biggest WTG producer in China with a 23.30% market share.
• Global market share of 10.3% = second largest WTG company in the world.
Enercon
• 870,000 m² production area worldwide
• 24,400 turbines installed worldwide
• 37.9 GW installed
• Vertical integration
It’s all about watts and turbines
BIG 6 KEY SALES POINTS
07

12. 12 / 22
Spotting the difference
BIG 6 POSITIONS
08
So where is it? The difference in the way the Big 6 position
themselves? Well, the difference is there. But it’s bordering to
insignificant.
Wind energy is all the rage not because of the technology but
because of how it benefits the planet. We’re interested in the
outcome and how it benefits us.
Surprisingly nobody has claimed this quadrant (see figure)
presenting the first to do so with a gigantic competitive
advantage.
Extrovert
Means
(product)
End
(outcome)
Introvert
Legend:
Means-end continuum: is focus on the features and
specs of the company products or the value the
products create for the user (and the world)?
Introvert-extrovert continuum: are subject matters
those of interest to the company (margins, market
shares, patents) or those of interest to the market (CO2
emission, sustainability, job creation)?
Enercon
GE
Vestas
Gamesa
Goldwind
Siemens
People-
centricity

13. 13 / 22
Blue skies, white turbines
COMPARING WEBSITES
09
One thing is the words, phrases, and lingo used on a website.
Another is the look and feel. Picasso supposedly once said:
show me the truth and I can still paint a 1000 pictures of it.
It’s all about perspective.
Here we look at how the Big 6 paint their truths. What colors
they use. What imagery. What angles, distance, focus.
The Big 6 are more diverse in the way they express themselves
in images than in words. Siemens, for example, shows people
while Goldwind adds nuances of red to its color palettes.
Pictures are powerful means of communication. They’re able
to convey feelings while at the same time explain in detail
product features and technical specs. As such pictures are
made for green energy. And for creating powerful, unique
visual identities.
Still, can you match the pictures on this page with the right
companies? Our test panel couldn’t.

14. 14 / 22
Vestas + Siemens
VESTAS
SIEMENS
• Products
• Scenery
• Employees
• Feelings
• Products
• Machinery
• Scenery
• Employees
09 - COMPARING WEBSITES

15. 15 / 22
GE + Goldwind
09 - COMPARING WEBSITES
GE
GOLDWIND
• Products
• Scenery
• Products
• City
• Consumer
• Scenery

16. 16 / 22
Enercon + Gamesa
09 - COMPARING WEBSITES
ENERCON
GAMESA
• Products
• Machinery
• City
• Scenery
• Products
• Scenery
• Employees

17. Green is power
WHY PEOPLE-CENTRIC BRANDING
10
Public opinion, KOLs
Public pressure
Eager to stay in power,
political leaders and
decision makers heed the
mood of the people.
Political pressure
Fully or partially state-
owned, energy companies
follow the directives
and interests of political
leaders.
Set the agenda
Control the public opinion
and you control the chain
of influence.
Reciprocal pressure
Energy companies pick
their suppliers based on
how popular they are in
the eyes of decision makers
and political leaders.
Wind turbine producer #1
Wtp #2
Wtp #3
Politicians, decision makers Energy company

18. 18 / 22
We want to hear about what’s relevant to us
APPLYING A PEOPLE-CENTRIC APPROACH
11
If wind has to mean the world to the world
too, we need to understand how wind makes
a positive difference to our lives. Our interests,
wants, needs, and pains must be the center of
attention.
This does not mean abandoning product
promotion and sales. Far from. It’s simply a
question of rearranging the argument. Instead
of first introducing the premises, you start
with the conclusion.
It’s that easy.
Classic argument:
Premis
+
Premis
=
Conclusion
Example:
Vestas Load and Power Modes extract
maximum potential energy
+
Optimal utilization of resources equals a
greener environment
=
Vestas is contributing to a greener world
to the benefit of us all
People-centric
argument:
Conclusion
=
Premis
+
Premis
Example:
Our world has just gotten greener thanks
to Vestas
=
Optimal utilization of resources equals a
greener environment
+
Vestas Load and Power Modes allow
maximum extraction of potential energy

19. How wind matters to the world
FROM INTROVERT TO EXTROVERT
12
Drop in
fossil fuels
consumption
Increased
public health
Little
pollution
of water
reserves
Reduced CO2
emission
Reduced
pollutionEnergy security
Remedy
energy
shortage in
developing
countries
Future
elimination of
fossil fuels
Stable
energy
prices
Job creation Reduced
energy
imports
Environmentally
friendly
Renewable
energy
Sustainability

20. 20 / 22
We want to know about the
difference wind makes
FROM THE MEANS TO THE END
13
Finland
Give your customers
some love
Product
centricity
(current website)
People
centricity
Green. Greener...
Kick off with what’s
relevant to the public
Carbon footprints
Show why this news is
important
Higher yield, same...
Explain how this product
makes a difference

21. 21 / 22
Two steps to a unique brand identity
CONCLUSIONS AND RECOMMENDATIONS
14
Vestas has a strong brand founded in a proud legacy and
powerful company values. But so too has most competitors.
And competition is increasing.
Like virtually all other players in the industry, Vestas is
attempting to outgun competition through products and
innovations. Bigger, better, faster, stronger.
Nobody is asking the big question: why does it matter? And
to whom?
Herein lies a rare opportunity for Vestas: to adopted a
people-centric branding approach and claim ownership of
that unique category.
Watts, units, platforms, software, services etc. can all be
imitated by competitors in a matter of hours. Values and
ideals cannot. So let’s start talking people.
Two steps will bring Vestas closer to a powerful, inimitable,
people-centric brand identity:
1) Be extrovert. Focus on what makes a difference to the
people of the world. Vestas takes center stage in “Wind. It
means the world to us.” But we also want to be involved.
Explain why and how wind also ought to mean the world to
the rest of us.
2) Bring people into the Vestas univers. People relate to
people. Not to machines. Make it easier for us to identify
with Vestas by introducing people in pictures, in copywriting,
and in cases. Address our wants and needs and we’ll love you
forever.

22. Propelling the brand
into motion
This paper contains our thoughts on why Vestes - and any other energy
company for that matter - should adopt a people-centric branding
approach. The how requires personal dialog.
Leanius is a unique brand agency specialized in people-centric branding.
We have helped both startups and international power players put
a human face on their brands. And we have just the solution for the
energy industry, too.
Curious to know more? Don’t be shy to reach out. You’re also very
welcome to drop by our office at Symbion. We might not have the best
coffee in town, but you can have all you want and we serve it with love.
Contact
Phone: +45 6167 9393
E-mail: hello@leanius.com
Online
Web: leanius.com
LinkedIn: linkedin.com/company/leanius
Twitter: twitter.com/leaniustweets
Leanius
Fruebjergvej 3
DK-2100 Copenhagen Ø
THIS IS JUST THE BEGINNING
15